How to use the knowledge of your unique selling points

Once you have you have identified your unique selling points (USPs), and what you believe will set you apart from your competition, you then need to consider how to use them in your messaging and put them into practice. This can be done in a number of ways.

It is important to start by looking at how you are going to use your USPs on the landing page (front page) of your website in key messaging.

To demonstrate exactly how USPs can be used in your key messaging, we are going to look at examples of how nurse practitioner Frances Turner-Traill has used her USPs to promote FTT Skin Clinics.

You can see a prominent USP as soon as you enter the website: a banner highlighting the fact that this practitioner has been featured in Tatler magazine.

The placement of this USP is eye-catching and immediately gives the reader a unique fact about Frances as a practitioner, even before they read anything else. Effectively, it sets the tone for the entire website, and, therefore, the clinic and practitioners who work there.